삼성전자의 'Another me'
2014 부산국제광고제에서 Gold를 수상한 삼성전자의 'Anothe Me' 입니다.
서로 다른 곳으로 입양된 한국인 쌍둥이 자매,
서로 다른 인생을 살고 있지만 얼굴은 똑같습니다.
그녀들은 우연한 기회로 서로의 존재를 알게되었고, 재회했습니다.
쌍둥이 중 Sam Aatha가 올린 유투브 영상을 본 다른 쌍둥이 Anais의 친구가
'정말 너랑 똑같이 생긴 사람을 봤어'라며 Sam의 영상을 알려준것입니다.
이를 통해 둘은 서로를 알게되었고, 이들의 극적인 이야기를 바탕으로 삼성은 새로운 광고 'Another me'를 제작합니다.
이 쌍둥이 자매의 재회 스토리에 삼성전자는 갤럭시의 모바일과 갤럭시 기어(웨어러블 기기)를 접목했답니다.
영화같지만 실제인, 그녀들의 놀라운 이야기를 들어보세요^^
Our campaign is based on the true story of Samantha Futerman and Anais Bordier. They are twin sisters, separated at birth, and living thousands of kilometers apart. They knew nothing of each other for 25 years, until a chance encounter changed their lives forever. When they met for the first time, they realized they shared the same tastes, thoughts, and habits. The distance and time spent apart did not change their similarities. Inspired by their story, Samsung believed it strongly reflected the spirit of the Gear and the Galaxy ? two devices Always in Sync, which are natural extensions of one another.
First, we created NFC posters where people had to spot the difference between the twins, in order to download “Another Me” app. With this app, people could randomly watch a two part mobile teaser: one part for each one of the twins. But by syncing their phone with someone else’s, they could watch the entire story. Each part of the teaser had its own soundtrack. But once the phones were synced, the tunes complemented one another to create a new musical score.The beauty of this idea is that people had to be together to watch it.People could also create their own customized story. By syncing with a friend, a lover or a family member, they could create and watch a two-sided movie together.
With the wearables market yet at its beginning stage, Samsung, as category leader, projected to communicate to consumers the values and philosophy around the product rather than specific features. The film, based on a true story, led to higher anticipation and attention among consumers preceding product launch. Survey results show that consumers’ perceived product awareness, preference, and relevance were increased by 8%, 12%, and 11% respectively.
Koreans use the internet 11.75hours a day on average, mainly on mobile devices.This is a lot more than TV viewing time. In addition, TV as a media has its weakness due to strict broadcasting regulations and limited coverage. Therefore online contents can be the most effective communication tool in Korea. By infusing the entertainment factor, we created online branded entertainment to maximize the impact.First, we created a “spot the difference” series of posters. The audience was invited to interact with them via NFC. Once they spotted the difference between the twins, they would be lead to download an app where the content was hosted.